... and that would turn me off buying them. If it's a campaign book, then it perhaps introduces a few extra bits here and there, but there needs to be a focus on the lore. The reason it works with Path of the Damned was that a city only needs so much coverage to work - whereas when you are covering a RACE then you need a lot more detail.
I'm wondering if this is where FFG will see their biggest divide in consumer opinion. For example, I'm with cogollo, I'd like to see world information and supplemental expansion tied in with published adventures. Ten years ago, I wouldn't have. But now I want a total package to maximize my time. The gazetteer approach, with a new book spouting reams of encyclopedic information for each race, country and oddity will not interest me. Tie the crux of the information to a good adventure and I'm hooked.
I think that the two groups has always existed. I'm sure there has always been people who prefer adventures/campaign books and people who prefer lore/gazetteer books. I think it comes from the style of play.
Those who like more to stick to a straight story (and dont have time to write stories of their own) want adventures from books. Just like you said. Time is mostly the matter. Players who never GM dont see the effort GM has to put in, so adventures are a nice short cut.
Those who want to play in a free world, where the player can hugely alter the story heading to any random direction want lore from the books. They need to fill their mind with ready (and in some groups canon). Also those who want to write their own stories needs lore too.
I guess most groups play somewhere in between of a straight story and a freeform. This is the first time I hear people talking of "killing" lore books. There has been many people wishing that. I find that a bit offensive. I've never had any trouble with adventure books, although I very rarely buy or need one. I know that many people do. I also know that I'm not only one fond of lore books and would be sad if they would be gone.
So there is only division in consumers if FFG makes it so. Bring in adventures AND the lore books, just like before and I see no trouble. Because with lore it doesnt matter what the mechanic is. I use lore from the Fantasy Battle books or sometimes if it suits me *gasp* from the WAR MMO! This way the 3rd ed players can play the 3rd ed and the rest can play what ever the grognards play (mutated versions of 2nd/1st)...